In response to the emergence of weight loss drugs, IGD has created the GLP-1 insight hub, which aims to help the food and drink industry “cut through the noise of a rapidly evolving and complex landscape”.
Driven by IGD’s industry experts, the GLP-1 insight hub provides impartial research and analysis housed in one place online, with supporting analysis and commentary. The hub is designed to empower businesses to see the full picture from a global perspective, anticipate change, navigate challenges and strategic opportunities, and stay up to date with the latest developments.
“Since the emergence of GLP-1 medication for weight loss, there has been a huge amount of complex, and sometimes conflicting, information for businesses to take on board,” said Tom Wakeman, Insights Director at IGD.
“We have created the hub to provide a central location which equips businesses with insights and foresights that demystify complexity, guide action and inspire strategic direction.”
IGD noted that the rise of GLP-1 weight loss drugs is already having an impact on the food and drink industry, with it finding that 69% of British GLP-1 users reduce their consumption of snacks, 66% eat smaller meal portions, and 48% eat fewer meals overall. IGD also pointed to the effects that GLP-1 is having on category purchases, with people consuming more water, fruit, vegetables, protein, fibre, and supplements.
There are also changes in non-food categories, which reflect customers increasing their focus on self-care. Water filters, dental care products, and jeans are among the top products which saw increases in volume from GLP-1 users in the US compared to non-users.
The side effects of GLP-1s affect purchases too. IGD has discovered from social listening that supplements including electrolytes, magnesium, and probiotics are hot topics online for managing the effects of weight loss treatment.
Although IGD estimates that only 3% of British adults are currently using GLP-1 medications for weight loss, there is unwelcome news for any food businesses hoping the trend will die down or blow over. One in five British dieters are open to trying GLP-1s, while one in three British adults are currently trying to lose weight.
Wakeman concluded: “GLP-1s are here to stay, and businesses that will prosper from it will be those that are forward-thinking and find ways to support weight loss journeys. This includes considerations around innovation and reformulation within the categories experiencing increased demand as a result of weight loss medication. Whilst it undoubtedly presents a challenge, it also presents an opportunity to evolve and adapt to support changing customer journeys.”
